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The Transformation
of Online CLE
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Let us introduce you to Moores Law. Similar to Murphys
but with less terrible outcomesit basically says
technology accelerates quickly. Why does this matter to
you? Online Continuing Legal Education (CLE) continues
to emerge as a big factor in blended learning. As CLE
providers, there are many things you need to consider. First,
lets look at focus. Were talking about three types:
1. Focus on your content
2. Focus on your catalog
3. Focus on your money
The platform by which you host your online CLE ofering
may vary, but as bar associations or regional/national CLE
leaders, its critical you understand:
There is a dramatic transformation in the online
continuing legal education space.
As a CLE provider, step back and take stock of your primary assets.
They ultimately defne who you are as a business and brand,
and they are the central focus of your organizational mission. There
are two critical assets you own that you should both embrace
and respect:
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It probably goes without saying: You are confdent in your content.
It defnes your value and you invest signifcantly in its design and
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credibility. The key question is: How are you currently delivering
your content and how can you improve that delivery? Many
vendors are lagging in new technology, while solutions continue
to appear.
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Customers are defned in various waysfrom individuals engaged
in your program, to members, to constituents. It is their experience,
which defnes your success. If they are satisfed, they return. If they
are successful, they recommend your products and
services. As a brand, your customers are your best
bet for continued success. So how can you make
sure they have a great online CLE experience with
your organization?
Tie all of this together, and you can see where the
emergence of new technology and new thinking
can empower your organization and increase
customer satisfaction.
Does that have you asking, What does the ideal
online CLE solution actually look like?
Look at this from a blue ocean perspective. For now, ignore
your current barriers, vendors, or circumstances. Focus on your
organizational goals and the true needs of your customers as a
vision for your organization.
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Remember the mission of your organization. Well come back to
that a bit later, but alignment with your organizations goals leads to
brand success and customer satisfaction. Thats a key consideration.
With that in mind, here are 6 pathways to create the ideal online
CLE solution:
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Your catalog defnes your products and services, while connecting
your constituents to the experience by which you will ofer them
access to your products and services. If you are to embrace a Central
Catalog for your online CLE oferings, it must become a one-shop
solution. Basically, this is your hosted-anywhere, central shopping
experience, that houses everything your organization sells,
services, and supports. Anything from
webcasts to yearly membership should
be purchasable through your Central
Catalog. This consolidation will make it
easier for your customers to access your
products and services; it also makes it
easy to assess their progress, review past
orders, ensure exemplary performance,
and determine future curriculum.
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One of the many great things about integrated systemsor systems
that work together to provide your online CLE oferingsis a
Single Sign-on (SSO). Your customers will naturally fock to you
when they only have to remember one set of login credentials. Isnt
that why you use Amazon?

In addition to a streamlined online learning experience, consider
how you may innovate to bring your online CLE oferings to the
spot where your members do their daily work. Where do they
actually go to work? How are they spending their time? What
are their limitations? And then consider how can you provide a
learning environment that truly stimulates learning?
Consider an idea: What if you were to bring your online CLE courses
alongside your case management system? Now, you have created
on-the-job learning, or what we know as experiential learning.
We know people absorb the deepest learning when its woven
into their natural, day-to-day experiences. Like anything, this idea
probably has its pitfalls, but this is the type of inspired innovation
the online CLE transformation is generating.
In summary, an integrated system takes online CLE from being a
sideshow to becoming a mechanism that deeply embeds into your
organizations central ofering.
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Content represents the ultimate
deliverable of any CLE provider. Once
high-quality content is produced,
you have to ensure youre ofering
your learners the best and most
convenient delivery methods.
A critical success factor is the
ability to deliver content anywhere,
anytime, and in any reasonable
way. This includes mobile delivery,
which extends beyond the
traditional desktop experience.
Your constituents must be able
to access your content on planes,
boats, trains, or in automobiles.
The competitive advantage lies in
allowing your content to be shared on PCs, Macs, and on iOS and
Android devices.
Additionally, as you consider your content delivery, review the
layout of the resources and tools being ofered through your
content. Note-taking tools, documents, references, and methods of
engagement with fellow learners, instructors, and experts, enhance
your online CLE courses from an isolated experience to a fertile
learning environment. This efect is best summarized as blended
learning, which results in the type of learning experience that
leads to greater customer knowledge retention.
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You must be able to track the efectiveness of your program, as
well as the paths customers use to engage with your content.
Measuring and tracking goes beyond recruitment of new
customers to retention of existing customers and assessing quality
assurance. This involves quickly collecting key data and analytics.
From that information, youll gain visibility into patterns and
trends so you can make mid-course corrections, address emerging
questions or issues, or enhance your oferings to improve quality.
Ideally, this feedback and data is integrated rather than a separate
efort. Your ability to track customers, membership, usage and
overall status gives you the big picture view you must have.
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Its not about taking a learner from one course to the next. Your
customers can take one-of CLE courses anywhere, with just
about any organization out there! Your job is to provide learners a
journey, or path, populated with milestones, goals, and objectives.
Your focus should be to give learners the tools to monitor their
current performance, set goals, and maintain control of their
learning path and progress.
Heres an example: As an attorney, I can give you information about
who I am, my legal specialty, the years of service Ive completed,
my age, the city in which I live, and my professional objectives. That
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information allows my CLE provider to recommend a curriculum,
show me the big picture, and identify a learning path that is both
relevant and customized to my needs.
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Inevitably, the chief complaint among your customers is around
their inability to get a simple question answered. Your ability
to support your customers may be a microcosm of bigger
fssures within your online CLE ofering. Ideally, you want to ofer
customers 24/7 support by phone, email, and live chat. Its critical
you ensure a live person will be on the other end of the keyboard
or phone, tending to each and every customer support need.
You may be thinking, Why 24/7? Well, why
not? Especially when many of you brag of
your convenience learning oferings and
24/7 on-demand CLE courses, it is natural
to presume your support of these products
should mirror their availability.
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As new technologies and new entrants come into the online CLE
space, you should consider asking yourself the following questions:
1. Is my organization maximizing the potential of our online
CLE program?
Most critically, are we poised to compete?
2. Is our online CLE program supporting our organizations
mission?
As a program grows it can shift from the mission of the
organization. So, do we still align with the mission of the
organization?
3. What is our value proposition?
Are we fresh and contemporary or stale and old school? Are we
truly living up to our value proposition?
4. What are our next steps?
Technology is changing, CLE is evolving, and our competition is
ever present. What are our next steps?
The bottom line is simple. Online Continuing Legal Education is
witnessing a seismic shift in learning, delivery, and support. The big
question: Will your organization take control of your destiny, fght
to create a value-driven online CLE program, and invest in your
primary assets?
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rgraham@peachnewmedia.com
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